DURHAM, NC – In the past year, more than 100,000 people have spent more than 16,000 hours using Roobrik to make age-related health and care decisions, CEO Nate O’Keefe tells WRAL TechWire. And the interest is paying off with investors taking notice.

This week, the company submitted an SEC filing to disclose a seed round of $1,422,696.

Launched in 2013, Roobrik helps their customers better engage and qualify older adults and families in more than 200 senior care facilities and senior living communities nationwide.

“Our primary focus, our north star, is helping older adults and families make more informed decisions around aging and care,” said O’Keefe. “These are some of the most difficult decisions we make in our lives, and every person deserves choice, transparency, compassion, and the best, unbiased information available.”

According to O’Keefe, the funding round was led by the Carolina Angel Network, with local participation from the Launch Place and Wilmington Investor Network, and key contributions from Boston Millennia Partners as well as prominent senior care industry angel investors.

The company employs nine people and is headquartered in Durham with offices in Greensboro and Danville, VA, and plans to use the infusion of funds to invest in sales and marketing initiatives.

“Our platform and model is well-validated,” said O’Keefe. “Now it’s a matter of getting the word out, sharing our customers’ success stories, and bringing new customers onto the platform.”

Roobrik was a 2016 recipient of an NC IDEA SEED grant and also received funding through The Launch Place in Danville, VA. O’Keefe was a co-founder of Modality, which he helped lead to an exit worth $13.8 million in 2010.

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